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According to John Hall, global medical affairs, epidemiology and outcomes research, at Quintiles, electronic health record providers are at the leading edge of new solutions, and are providing more effective ways to collect data while protecting physician relationships. The industry faces several critical challenges when dealing with Phase IV and registry studies, which technology can help ameliorate, says Cynthia Verst, Pharm.D., senior VP, late phase research, i3 Innovus. “First, when accommodating larger numbers of sites and patients, protocols and case report forms must be simple,” she says. “Automated technology, including electronic data capture, interactive voice response, clinical trial management systems, optical character… Sidebar: Strategies to maximize the brand life cycle Experts on this topic John Hall, Global Medical Affairs, Epidemiology and Outcomes Research, at Quintiles Cynthia Verst, Pharm.D., Senior VP, Late Phase Research, i3 Innovus David Selkirk, Senior Director at Clinimetrics